SEO: What and why?
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Transcript of SEO: What and why?
Internet Marketing Workshop
OBSID
Micha Wacquier, Co-founder, Biggestleafhttp://za.linkedin.com/in/michawacquier
13th August 2011
Outline
1. How Search Engines operate
2. How people interact with Search Engines
3. Why SEO is necessary
4. How to determine demand
5. The perfect page
6. Promoting your site
7. Q&A
How Search Engines operate
How Google Works
4 Functions
1. Crawling
2. Indexing
3. Calculating relevancy
4. Show results
Organic search results
Paid results
Tips from Google
• Make pages for users, not search engines• Make a site with clear navigation and links• Write pages with useful, informative and
accurate content
How people interact with Search Engines
Some Stats
• 5 million South African internet users in 2010
• 76% use Search Engines to find info!
> 3.8 million South Africans
Google is the King of Search
Why SEO is necessary
What is SEO?
• Search Engine Optimization• Making a page easily consumable for
humans and search engines• Goal: satisfy both
Limitations of Search Technology
1. Crawling and indexing
2. Content to search matching
3. “If a tree falls in a forest” effect (no-gauge)
This is why SEO is necessary
How to determine demand
Searches
• Keywords• Search intents:
– Navigational searches (Obz Cafe)– Informational searches (directions)– Commercial investigation (seo consultants)– Transactional searches (mexican restaurant
cape town)
How to determine keywords
Google Keyword Tool• https://adwords.google.com/select/KeywordToolExternal
12
3
5
46
How to value keywords
The Perfect Page
1. Page URL
2. Content
3. Headings
4. Title
5. META description
6. Image
7. Layout
Promoting your site
Growing your popularity and links
• Very important to Google• Local/Topic-Specific Popularity• 3 types of links:
1. Editorial
2. Manual
3. Self-created
Who to ask?
• Friends/family• Business partners/customers• Neighbouring businesses• Non-competitors online• Associations• Bloggers• Etc.
What to ask?
• Link to a specific page• Link with descriptive terms
Examples
• Community • Directories• (Guest) blogging• Signature • Reviews! • Buying links?
Q&A
Questions?